Indian dairy major, Amul is going to be the principal sponsor of the Afghanistan cricket team for the upcoming ICC World Cup, company MD R S Sodhi confirmed on Tuesday. The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand, exports around Rs 200 crore worth of products annually to the neighbouring country.

This is the third time that Amul is sponsoring a cricket team in the World Cup. They had associated with New Zealand and Holland teams in earlier World Cup tournaments.

“Amul will be the principal sponsor of Afghanistan cricket team in the coming ICC World Cup. We believe that Afghanistan will be a strong contender as it is the fastest-growing team,” said Sodhi.

“We will try to leverage from our association with the Afghanistan cricket team,” he said when asked whether there are plans for a TV campaign.

Sodhi also said Amul and Afghanistan share an old association and Khan Abdul Ghaffar Khan, who is also known as Frontier Gandhi, had visited Amul facility in 1969.

“This is a big moment for Afghanistan cricket and we are happy that Amul will sponsor us for the world cup,” Afghanistan Cricket Board CEO Asadullah Khan said.